L’Oréal Romania has selected SAMY, a global social-first agency, to manage Influencer Marketing for all 21 of its brands in the Romanian market, with the partnership set to begin in June 2026.

SAMY will oversee end-to-end creator partnerships across L’Oréal Romania’s full brand portfolio, which includes L’Oréal Paris, Garnier, Maybelline New York, Lancôme, La Roche-Posay, CeraVe, Yves Saint Laurent, and Kerastase, among others. The agency already manages L’Oréal’s creator relationships in Italy, Spain, the United Kingdom, the Nordic countries, Latin America, and the United States.

“The partnership with SAMY marks a profound transformation of L’Oréal Romania’s advocacy model, integrating best-in-class expertise and data-driven technology at the heart of our digital strategy,” said Smaranda Teleabă, Chief Digital Marketing Officer at L’Oréal Romania. “Through this collaboration, we aim to bring our brands closer to consumers in a more relevant way than ever before.”

SAMY operates across 55 markets with more than 1,000 staff and surpassed 100 million euros in revenue in 2024, according to the company. The agency’s current client roster includes Unilever, Diageo, Microsoft, and Samsung.

“Our goal is to provide the global consistency and cultural fluency needed for the brand to resonate powerfully across this region,” said Sonsoles Piñeiro Kruik, Chief Growth and Operations Officer at SAMY.

The appointment arrives as Romania’s Influencer Marketing sector shows signs of saturation, according to a 2025 report from Starcom Romania. The share of Romanian adults following influencers has plateaued at 81% in 2025, flat from 2024, after rising steadily from 50% in 2018.

The report also found that only 54% of consumers now recognize influencer campaigns as advertisements, down from 62% the previous year, while 41% view sponsored content as part of an influencer’s regular output. Starcom recommends that brands operating in Romania shift from reach-focused strategies toward relevance, long-term content integration, and co-creation.

Subscribe to Our Newsletter

Check Out Our Podcast